Tlicho History Web Portal A proposal for the Museums Assistance Program October 31, 2012
Submitted by Chris McCaffrey, Account Manager YELLOWKNIFE | NORTHWEST TERRITORIES | canada 867.766.6709 | chrism@outcrop.com
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Project Summary Section B. Project Description: Provide a concise summary of the project and final results (Who, What, When, Activities)
The Tlicho Government is creating the Tlicho History Web Portal, an innovative online interactive timeline and geographic map which will showcase and feature the historical events, people, places, stories and legends of the Tlicho Dene First Nations. Built as a new standalone content managed system, it will use a database and an open-source framework to give multiple users the ability to create, add, upload and share content. Using a variety of tools, users – who will include Tlicho government, school, communications, and cultural committee personnel – will be encouraged to develop accessible, rich media content detailing the history of the Tlicho people and the North. The online system will be able to accept a variety of media: text, images, illustrations, video, and audio. All will help build each story in its entirety, engaging and educating audiences as they travel back into the rich past of the Tlicho. Initial artwork concepts for the Tlicho History Web Portal have been created, reviewed and approved, with the actual build slated to begin as early as the new year based on available funding. Section B. Project Objectives: Facilitate Canadians’ access to our heritage:
One of the main priorities of the project is the need to provide a central repository for Tlicho Dene traditional knowledge, history, and culture. The increasing prevalence and accessibility of open-source technology means that the time to take on such an initiative is now. By developing the Tlicho History Web Portal using flexible and adaptive open source tech, the Tlicho government will be able to collect, create and preserve content easily and internally, without the constant need for agency involvement or expense. And this project means that the Tlicho will be able to present that vibrant collection of cultural heritage and knowledge to audiences in the most engaging, creative, accessible and highly interactive formats available using today’s technology. The flexibility and adaptability of open-source technology means that this project is, in essence, future-proofed, and will remain accessible no matter what changes come down the digital pipeline.
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Project Summary The end goal: the creation of a web-based solution to the preservation and maintenance of Tlicho cultural heritage that is self-sustaining, built to last, and – above all else – an engaging, fulfilling cultural experience for all Canadians, regardless of background, age, language, location or physical limitations. Foster the preservation of Canada’s cultural heritage...
Though there is an ever-expanding list of online media options readily available these days, there is still a profound dearth of substantial and engaging cultural First Nations content. What First Nations cultural content is online is mostly presented in an uninspired manner, often using outmoded forms of digital presentation that are expensive and time-consuming to update and refresh. If not properly maintained and updated in a way that makes it equally as engaging as its many competing content sources, First Nations culture in the digital age runs a very real risk of being left behind or becoming irrelevant in a constantly mutating environment. Having a creatively robust online database repository ensures its preservation and relevance, while providing a flexible and adaptable framework and structure will allow it to move smoothly into the future online landscape, whatever that might be. Foster professional knowledge, skills or practices related to key museum functions
One of the key target audiences for this project – students – also happen to be the same group expected to generate and create content for the site. One of the primary project objectives is to integrate this project within the school curriculum as an innovative and engaging educational tool. Educators will use it to promote the Tlicho cultural past not just by presenting it in a one-sided, top-down manner, but by encouraging students to create content for the site themselves, using multimedia tools and modern storytelling techniques. In creating these highly sharable experiences, the Tlicho History Web Portal provides learning opportunities that are much more engaging for younger audiences, while involving them in the creation of an education resource model for future generations and other First Nations communities, and introducing them to cultural preservation methods along with other skills, from digital photography to site administration.
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Project Details Section C. - 1. Relevance of Project (required) a) Describe and explain how the idea of undertaking this project came about.
The Tlicho History Web Portal began as part of a larger initiative to promote a greater sense of the Tlicho identity and cultural to contemporary, online audiences. A framework was required that could successfully bring all the components of their communication initiatives together under one banner. The Tlicho Government expressed a strong desire to integrate, enhance and modernize the online presentation of Tlichohistory.com – which essentially centers around the formation and signing of Treaty 11, a relatively brief, albeit significant, period of Tlicho history. The initial problem also included the fact that much of the documented history found on Tlichohistory.com, as well as local archives (such as those at the Prince of Wales Heritage Centre) relied solely on dates, and was unable to incorporate the Tlicho historical traditions that relied on locations and oral interpretations passed down from generation to generation. This meant that a timeline approach could only be useful i capturing a small portion of Tlicho cultural heritage. Through the use of Google Maps and an open-source content management system we can combine both timeline and geographic information into one concise website, allowing users to seamlessly switch between the two modes and experience the historical places, stories, people and events in a variety of media created by the Tlicho themselves. b) How will your organization benefit from the results?
The first benefit will be directly to the Tlicho First Nation as it will provide a visual identity and cultural heritage resource for Tlicho communities spread across a large and sometimes isolated northern landscape. It will also help ensure that the rich cultural beliefs, knowledge, and way of life of the Tlicho peoples are kept relevant in today’s continually shifting and distracting landscape. It’s a contemporary, savvy approach to ensuring that a unique people and culture that live and thrive in the sub-arctic regions of North America will survive into the future. On a national scale, our research has shown that nothing like the Tlicho History Web Portal – a technologically advanced, content-rich First Nations cultural resource – currently exists online. We strongly feel that if executed properly the Tlicho History Web Portal would garner significant attention from schools and communications staff, and Tlicho History WEB Portal | 4
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Project Details will be used as a learning resource for students, as an instructional aid for teachers – as well as a success model for other First Nations groups looking for a web-based solutions to record and save cultural material for future audiences. c) Who are the final results aimed at? Identify the target audience
The primary target audience for this project are First Nation community members, here in the NWT and across Canada. The heart of this audience is the students of the Tlicho communities, who are currently at great risk of losing touch with their heritage and cultural identity. Allowing them to both learn and create the content themselves bridges the divide created by years of estrangement from their own cultural past, an estrangement due in part to an everexpanding list of choices and outmoded, stodgy delivery methods of what little cultural information they have been able to receive. On a broader scale, the audience also will include students within the NWT, national post-secondary institutions, and an international audience of students and educators in the fields of Anthropology, Aboriginal and Northern Studies. Section C. - 2. Expected results Itemize all products (outputs). Itemize short term and long term results (outcomes) of the project. Provide the expected attendance (if applicable).
The short term outputs for this project would include: • Content templates and learning modules for integration within the school curriculum. Content templates would showcase different styles of content including text, images, audio, videos and animation; • Dedicated share feeds to social media outlets – i.e, Facebook, Twitter, YouTube, RSS etc. – to broadcast and increase the reach of new and existing content; • Resource sharing through local and provincial institutions such as Prince of Wales Heritage Centre, University of Alberta Libraries (ULA). and others. Long term outputs : • A key content repository for northern aboriginal culture and traditional knowledge; integration with maps will further promote Northern governance;
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Project Details • A model for First Nations Groups to share knowledge and undertake similar communication projects in size and scope; • Cultural reference material for future generations of Tlicho Dene First Nations community members. Section C. - 3. Community Engagement (if applicable) The Tlicho History Web Portal engages directly with the community in several ways: a) It will provide direct access to Tlicho cultural heritage across a large geographic region; b) It will integrate with the educational curriculum being presented in First Nations classrooms at a variety of educational levels. c) It asks the Tlicho people themselves, who have already shown an eagerness and strong track record in engaging with digital technology and communications, to help in providing content, while teaching them the latest technologies. d) It provides a resource that can be accessed and used by museums, educational institutions and other First Nations organizations around the world.
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Project Details Section C. - 4. Project Planning, Management and Resources a) Outline project activities, including a timeline and planned risk management measures.
The timeline chart below outlines the milestones required for the build and development for each phase of the project. Individual tasks are carefully completed as they align with the budget and scoping documentation set forth at the beginning of the project ensuring there is no margin for scope creep or continuous growth with the specified timeline. Each member of the team has a backup person assigned as a contingency and to minimize risk. Note: The preliminary discovery phases have already been completed at this point as have initial concepts [see original presentation concepts: http://bitly.com/TS5MwY ]
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Initial meetings, Content Research Scope Specifications, Project and Design Briefs Refinement of Scope and Deliverable, Client Review Design Mock-ups, Internal Pages, Media Players, Content Modeling CMS Setup Content Type Development Google Map Integrations, Custom Programming (API’s) Theme Construction, Client Review Database programming, Google Map Integrations, Custom API’s, Site Prototype Technical review, Content Creation Internal Review, Client Training, Content Insertion Beta site release Final tweaking, quality assurance Internal review and final client approval DNS switch-over Final release and post launch testing
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Project Details Section C. - 4. Project Planning, Management and Resources b) Describe the human and material resources for each activity, including partnerships. c) Identify the role and project-related tasks of each participant, including staff and outside consultant(s). Please attach a competency profile or CV for each project participant.
Outcrop Interactive Outcrop Interactive has been building websites and databases since 1998, and specializes in the development of web solutions for government, associations and businesses. We are proud of our abilities as designers of user-friendly, functional and leading edge websites. The tech world changes fast, and Outcrop takes pride in its ability not only to stay on top of all recent developments, but also to find ways of using the current best-of-breed tools that meet client needs both now and in the future. We devote a percentage of our time to research and development, experimenting with new technologies, Content Management Systems and coding techniques, and we are often able to introduce fresh but proven techniques to client projects in cost-effective ways that weren’t possible even a few months prior. Marion Lavigne - President, Account Director As Account Director, and President of Outcrop across its three offices, Marion oversees all web projects and is responsible for digital strategy, marketing/communications and key parts of the discovery process. In her 30 years in the industry. She has been a copywriter and has a long list of writing credentials both online and off. Her clients have included all levels of government, Nunavut Climate Change Centre, NWT Tourism, various NGOs, Northwest Territory Tourism, WSCC, NWT Parks, the Pan-Territorial Tourism Initiative, and the Premiers of NWT, and NL. (Approx. project hours 15/hr Backup: Chris McCaffrey and Matthew Mallon) Chris McCaffrey - Project Manager/Account Manager Chris brings over 15 years of creative design and project management experience to the team. He helps coordinate, delegate and multitask duties between team members during all phases of the project, keeping milestone dates and budgets on track. Chris has coordinated and managed the construction and maintenance of sites such as; Canada’s Northern House, Spectacular NWT, WRRB.ca, Tlicho.ca, NWT Pre-Natal, and the Nunavut Film Commission. (Approx. project hours 37.5/hr - Backup: Marion Lavigne and Matthew Mallon) Tlicho History WEB Portal | 8
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Project Details Matthew Mallon - Senior Writer An award-winning journalist and editor with extensive Canadian and international experience, Matthew has written just about every form of communication with the possible exception of the singing telegram. His skills include magazine and newspaper writing and editing, rebranding/re-launching media titles, new media development and digital content development. (Approx. project hours 37.5/hr - Backup: Chris McCaffrey) Steve Freake - Art Director Steve has eight years experience in creating and executing award-winning communication solutions for a diverse client base that included international (Asia, Europe, Africa and UK) and Canadian clients. He has developed creative themes and executed design solutions that included website interfaces, annual reports, brochures, media kits, promotional videos, interactive CD-ROMs and investor information packages. (Approx. project hours 30/hr - Backup: Heidi Held) Caio Bianchi - Senior Web Developer Caio has developed over 50 websites and has extensive experience in creating and customizing scripts to add dynamic functionalities to websites. An experienced and unflappable member of the web building team, Caio has a Diploma in Integrated Commercial Web Development. Caio originally hails from Brazil. (Approx. project hours 90/hr - Backup: Rafael Yamashiro) Rafael Yamashiro - Web,Theme Developer Rafael brings all the various components together into the final website or application, and tests it thoroughly. Rafael will take the approved website concepts and lead the creation of all theming and CSS. He is also in charge of testing the site with over a dozen Internet browsers currently in use, on several different platforms (eg. PC, Mac, Linux, mobile) to ensure consistent quality and user experiences. (Approx. project hours 60/hr - Backup: Caio Bianchi) Jeff Hipfner, MGDC Jeff is a video and audio production expert. He is a graduate of the University of Montreal and an accredited graphic designer with over eight years of experience developing web, multimedia and video projects at Outcrop. Among his recent credits are the editting and production of the commercial for the Canadas North and My Spectacular tourism campaigns. (Approx. project hours 60 /hr - Backup: Ciao Bianchi, Rafael Yamashiro) (Please see attached CV’s for each person.)
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Project Details 5. Project Evaluation (required) a) Describe your evaluation strategy, including performance indicators, for measuring the success of your project.
Because of the relatively small population of the Tlicho History Web Portal’s primary audience, a good portion of our evaluation strategy will rely on Key Performance Indicators based upon levels of involvement and the engagement of stakeholders, rather than actual “hit counts.� Performance analysis will also be built into the creation of online content entry forms, and the development of user groups and roles, so that curriculum designers can smoothly integrate software and tools into proactive learning modules for the classroom, and we can monitor how the site is actually being used, which areas are functioning well and which parts will need to be adjusted. Other evaluation and performance indicators will arise from involving historians and local subject matter experts. These stakeholders will be asked to interact with the site during a beta period prior to launch. This discovery process will be used to solicit their ideas on the various forms the cultural content will take on the design of the interactive timelines and map locations and their interfaces, as well as the creation of a Content Creator manual/screencast they can use to enter, edit and update content directly on the site. b) Specify the tools and methods that will be used to gather data to assess both outputs and outcomes identified in question 2
Data-gathering methods to monitor and assess whether the desired outputs and outcomes are being achieved will be customized based on the levels of engagement with curriculum designers, school boards, schools, and CMEs, measured by both tacit approval, stated commitment and, after launch, actual involvement in the process and input of data. They will include both online monitoring of user behaviour on the site via analytical modules attached to the open-source framework, and real-world interaction with stakeholders and audiences. Behind-the-scenes meetings, conferences, committee solicitations, and approvals at board and departmental levels will be followed by input of data to flesh out required information to ensure full curriculum integration and institutional engagement. Public engagement with the site will be encouraged in phases.
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Project Details Phase One: sharing through social networks, the Tlicho website and government communication mandates, promotion through posters and community radio, introductions within schools. Phase Two: beta testing of public input, or content creation and assessment, into the system, which will be moderated and monitored to assess actual audience behaviour and will be publicized through earned media promotion, school projects, contests, etc. Once the Tlicho History Web Portal has been fully implemented, site data will be gathered and measured through web analytics, social shares of material, interval tracking, and will give us a clear statistical picture of primary, secondary, tertiary content appeal and will be used as reference for future content and interface creation.
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For More Information We hope that we have addressed all the items outlined in your application, but if you require more information, or would like clarification on anything w e have proposed, please don’t hesitate to contact me and I would be happy to discuss your project. In the meantime, we look forward to hearing from you.
All our best, Chris McCaffrey Account Manager Outcrop Communications Suite 800, 4920 - 52 Street Yellowknife, NT X1A 3T1 Tel: (867) 766-6709 chrism@outcrop.com
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